BCAP review into the content of high-cost short-term credit adverts

BCAP review into the content of high-cost short-term credit adverts

Review into the content of television advertisements for high-cost short-term credit and promotion of irresponsible borrowing behavior.

The Broadcast Committee of Advertising Practice (BCAP) has completed a review of the content of television advertisements for high-cost short-term credit (HCSTC).

The review has assessed whether BCAP’s rules and guidance it shares remain fit for purpose. BCAP has considered that its rules and guidance are fit for purpose, although have found an area of concern with a small number of adverts. Advertisers should be careful not to promote their products as long-term supplement to irregular, low income.

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